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All Journal AmaNU: Jurnal Manajemen dan Ekonomi
Meiliana Nurnaningtias
UIN Sayyid Ali Rahmatullah Tulungagung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH LABELISASI HALAL DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN PADA GENERASI Z DI KABUPATEN TULUNGAGUNG Meiliana Nurnaningtias; Muhammad Aswad
AmaNU: Jurnal Manajemen dan Ekonomi Vol. 5 No. 1 (2022)
Publisher : Universitas Nahdlatul Ulama Al Ghazali Cilacap

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52802/amn.v5i1.326

Abstract

Generation Z at this time when buying an item is not just a halal label that is a concern but is more concerned with who is the brand ambassador. This study aims to find the effect of partially or simultaneously halal labeling and brand ambassadors on purchasing decisions for Korean Spicy instant noodles. This research was conducted on Generation Z in Tulungagung Regency. The sample collection in this study used a snowball sampling technique to consumers of Generation Z instant noodles in Tulunggaung Regency. The sampling used was through a questionnaire (questionnaire) which was distributed through the google form. The data analysis technique used is multiple linear regression with the help of the SPSS version 21.0 computer application program. Partially, the data analysis in the study showed that the halal labeling variable had a positive and significant effect on purchasing decisions and partially the brand ambassador variable had a significant positive effect on purchasing decisions. The translation of the coefficient of determination (R2) is 0.667, which means that both halal labeling variables and brand ambassadors simultaneously (simultaneously) contribute 66.7% to purchasing decisions, while 33.3% comes from other factors and not from this study.
Co-Authors Muhammad Aswad